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CarGurus and PistonHeads combining dealer offerings

Posted by Jeremy Sacco on January 12, 2021

We’re pleased to announce that CarGurus and PistonHeads are unifying their dealer product offerings, giving UK car dealers single-point access to a broader audience of informed buyers and maximum visibility for their vehicles.

Customers on either platform can now get access to both as part of a single business relationship. The advantage for dealers is audience reach: getting listed on both sites gives dealers the chance to show their stock to significantly more buyers. The audience overlap between the two sites is less than 10%, resulting in a combined audience of more than 6 million unique monthly visitors.

Since acquiring PistonHeads in 2019, CarGurus has consistently invested in growing and enhancing the iconic site. We’ve applied engineering and data expertise to give PistonHeads a new look and feel, a better user experience, and faster performance. These improvements have paid off to the tune of an 86% year-over-year increase in leads from the PistonHeads classifieds.

And while it may surprise some dealers, PistonHeads leads span a wide range of vehicles. While PistonHeads remains the leading premium car marketplace in the UK, with a third of visitors having a household income of more than £100k, under CarGurus it has strengthened its reach to buyers across all vehicle segments. In fact, 37% of buyers on PistonHeads have a budget of £20k or less — making it a great opportunity for dealers with more mainstream vehicles.

Learn more about the CarGurus/PistonHeads difference.

The combined site offering is available today. Dealers who would like to take advantage of the new combination and get their stock in front of a combined audience of over 6 million unique visitors monthly should contact 0808 196 6878 or email

Topics: PistonHeads